The author is a Forbes contributor. The opinions expressed are those of the writer.

Loading ...

Loading ...

This story appears in the {{article.article.magazine.pretty_date}} issue of {{article.article.magazine.pubName}}. Subscribe

In 2011, Audie Attar created Paradigm MMA Management. He had prior experience representing professional football players and had a taste of the often litigious side of the sports agent industry after a ruined business relationship with another agent. Instead of being bitter and disgusted with his profession, Attar set off to create his own multi-faceted agency with different divisions, focusing on Mixed Martial Arts (MMA) as potentially providing a major business opportunity. Three years later, Attar and his company represent Conor McGregor, the favorite fighter in the main event at UFC Fight Night 46 in Dublin, Ireland. Attar feels accomplished, but understands there is much more to be achieved by his company and the sport to truly feel successful.

Paradigm MMA Management currently has roughly thirty fighters under contract. Including McGregor, Attar and his team of agents represent Ultimate Fighting Championship (UFC) fighters Michael Bisping, Ross Pearson, Uriah Hall, Tony Ferguson, Court McGee and Matt Mitrione. Attar says his main competition is Malki Kawa of First Round Management and MMA, Inc. First Round Management represents one of the most well known MMA fighters in Jon Jones, while MMA, Inc. has athlete clients that include Urijah Faber and Anthony Pettis.

"There is still a lot of room to grow," said Attar to FORBES after he witnessed a packed arena of fans cheering for his client Conor McGregor during weigh-ins for the UFC Dublin fight. "You will start to see the big dogs come in through mergers and acquisitions." Attar noted that William Morris Endeavor has already expressed interest in UFC and signed women's champion Ronda Rousey. He also said that a major agency has approached his company to add an "entertainment" component to the offerings he provides his clients.

There was hardly an empty seat at the UFC Dublin weigh-in. Photo taken by Darren Heitner.

Attar likes the direction that UFC and MMA as a whole is headed. "The sport is at the international level. It transcends cultures. Everyone understands it," added Attar. However, he admits that there are still many challenges for it to overcome in order for he, his company and represented fighters to really bring in significant revenue. "We need to show that it is not a barbaric sport. We need to educate."

Sponsors are the lifeblood of the sport and many fighters require money from third parties outside of the UFC in order to continue to practice their trade. As the UFC grows, so do the number of shows. If fighters are not bringing in new, larger and more mainstream sponsors, then the sport may have a problem sustaining the level of interest among those putting their bodies in the octagon for televised fights.

"These are exciting challenges," said Attar. "How long did it take the NFL to reach the level it is at today? It is like getting into the NFL in the '70s before its boom."

Attar is aware that the onus of educating brands about the reality of Mixed Martial Arts is not only on the UFC, but also fighters' agents. "Agencies have to develop a more sophisticated approach as well," advised Attar. "We need to put data together to educate brands, negotiate deals and protect our clients."

Paradigm MMA Management has three clients fighting at UFC Fight Night 46 in Dublin, Ireland. The most notable name, by a long-shot, is Ireland's own Conor McGregor. Thus far, Attar has been able to negotiate numerous contracts for McGregor, including a digital campaign with Heineken, a brand ambassador position with Volvo that entitles McGregor to a new car, a book deal, and an apparel sponsorship with Dethrone Royalty Brand, which pays McGregor a monthly stipend, a per-fight bonus and royalties based on sales. Dethrone shirts are becoming so popular with fans that counterfeit goods were found being sold outside of the weigh-in leading up to UFC Fight Night 46. McGregor is in such demand that he has signed to do a documentary that he is getting paid to help put together.

This is all good for the UFC and certainly leads to profit for Paradigm MMA Management. Yet, more work needs to be done to educate multi-national brands and bring them into the fold.

"Are we making as much as other sports? If you get a couple champions, then you are making a few million per year," said Attar. Entice big brands like Reebok and multiply that number many times over.